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What is the best way to store and share customer / marketing intelligence?

I just re-joined an old small tech company that I used to work for. I'm UX and marketing and I'm trying to improve things with the use of analytics and customer intelligence and trying to avoid the trap of overthinking these things. The company doesn't have the culture of sharing information so teams work in silos. The good thing is that the company has a strong engineering culture, so I don't think I will have to fight many battles as long as what I do makes sense and is logical. My question is: what is the best way of storing and sharing user knowledge? I'm creating user personas, user journeys and also collecting information from chat (olark), customer interviews and usability studies. I thought about slack, but I haven't used that yet. I'm looking into something that people will actually read instead of long boring word documents that get lost in folder vaults.

Since you are a smaller company, I assume you are not going to invest in a large voice of the customer solution from companies like Qualtrics, Totango, etc. It sounds like you are interested in thinking outside the box and finding something engineers will use. One thing I know is that engineers enjoy interactive reports that provide data behind the story. So my recommendation is to consider www.tableau.com.

As with every anything worthwhile, this isn't something you can buy and finish implementing in a few minutes. But you can connect Tableau to a massive variety of data sources (or build your own using Phyton.) If you want inspiration, visit their gallery of examples.

I can see you putting your chat and twitter results into a word map in Tableau to show what is top of mind for your customers. Regression analysis of your survey results may be very helpful for making decisions about future product dev. I don't work for Tableau but I do have a lot of practical experience implementing it for Customer Success programs. If you want to learn more, I'm happy to discuss on a call.